Roll Out the Red Carpet for Digital Divas

Amberly Dressler

Posted on 1.10.2013

Digital divas are a small group of consumers with significant purchasing power - both online and in-person.

That's according to the
University of Arizona and Demandware's results from a recent survey of 7,000 consumers across the U.S., U.K., France and Germany that uncovered this valuable consumer segment. The analysis revealed that Digital Divas demand a streamlined omnichannel experience, as they visit an average of 3.4 different channels during their shopping journey at physical retail stores (70 percent) and retailer websites (51 percent). Additionally, this consumer group is twice more likely to use mobile devices while shopping in stores than non-divas.

“Retailers can’t ignore exponential value that Digital Divas represent,” said Rob Garf, Vice President of Product and Solutions Marketing at Demandware. “To address their needs, it is imperative that retailers establish a digital backbone to enable seamless and consistent experiences for these digitally savvy consumers.”